Moroccan home furnishings chain unveils smaller store format

Moroccan home furnishings chain unveils smaller store format

Kitea, which operates 26 stores in Morocco selling furniture in kit form, recently launched a smaller format store called “Kitea City.” The first Kitea City opened its doors in Casablanca during July 2018, with plans to open almost a dozen more in in the near future.

Kitea CEO Amine Benkirane told newspaper ALM that Kitea City would be more oriented towards smaller products that consumers could carry out of the store, rather than large items of furniture. The retailer is simultaneously pursuing an out-of-town strategy, having unveiled plans for its seventh “Kitea Géant” (a 7,732m² outlet in Agadir) late last year.

Founded in 1993, Kitea has ambitions to become the IKEA of Africa, with plans to open stores in Tunisia, Senegal and Côte d’Ivoire in the near future. It already has a store in Malabo, the capital of Equatorial Guinea, but recently closed an outlet in the DRC capital of Kinshasa. Combining strong income growth with a significant undersupply of formal retail space and a relatively friendly business environment, Senegal and Côte d’Ivoire offer much better medium-term growth prospects for Kitea than the likes of Equatorial Guinea or the DRC.

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